DRI to test Olds contenders' work

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The trio of contenders for the upcoming brand campaign of General Motors Corp.'s Oldsmobile Division, Detroit (Ad Age, Oct. 23), will test creative via Diagnostic Research International, Los Angeles, said a spokesman for the carmaker. DRI asks consumers about ads to see whether they match strategies. Olds incumbent Leo Burnett USA, Chicago, is up against McCann-Erickson Worldwide, Troy, Mich., and New York, and African-American incumbent E. Morris Communications, Chicago. The winning creative will become the platform for all future product ads.

Copyright November 2000, Crain Communications Inc.

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